Sou Hu Cai Jing·2025-10-16 09:42Core Insights - The 2025 Tmall Double 11 pre-sale began on October 15, with significant early sales performance, including 35 brands exceeding 100 million in sales within the first hour and 1,802 brands doubling their sales compared to the same period last year [1][4]. Group 1: Sales Performance - The beauty category experienced rapid growth, with 14 beauty products surpassing 100 million in sales within the first four hours of the pre-sale [4]. - The number of users placing deposits through Taobao Live saw double-digit growth, with the number of live streaming rooms exceeding the same period last year [4]. - Key categories such as beauty, maternal and infant products, fashion, and food showed remarkable performance, with the highest growth reaching nearly 80% [4]. Group 2: Consumer Behavior - The first day of Tmall's pre-sale marked a significant increase in consumption across various sectors, including catering, supermarkets, and fresh produce, with night snack orders on Taobao Flash Sale in 270 cities growing over 200% year-on-year [4]. - Supermarket convenience orders increased by 670%, and categories like beverages, baked goods, and fresh produce achieved twofold growth [4]. Group 3: Brand Collaboration - Tmall and Taobao Flash Sale collaborated closely, with 37,000 brands and 400,000 brand stores integrating into the Flash Sale service, covering various sectors such as digital appliances, beauty care, and home living [4]. - Brands that joined the Flash Sale service experienced significant business growth, with sales on the first day of pre-sale in the 3C digital, personal care, and apparel sectors increasing over 290% compared to the same period last year [4].